Retention

The Retention view helps you understand how well your app retains users over time. Good retention is a key indicator of product-market fit and user satisfaction.

Retention Curves

Retention curves visualize what percentage of users return on day 1, day 7, day 30, and beyond after their first visit.

• The curve shows the percentage of users who return on each day after their first visit
• Compare retention across different time periods to see whether your product changes are improving retention
• A steeper initial drop-off is normal — what matters most is where the curve flattens out

Cohort Table

The cohort table groups users by the week they first appeared, letting you compare retention across cohorts.

• Rows represent cohorts — groups of users who started using your app in the same week
• Columns show retention rates for subsequent days or weeks after the cohort's start
• Color-coded cells make it easy to scan — darker colors indicate higher retention rates, lighter colors indicate lower retention

Use the cohort table to identify:

• Whether recent changes have improved or hurt retention
• Seasonal patterns in user behavior
• The typical time it takes for users to become regular users

Privacy and Retention Tracking

Retention is calculated using the hashed retention identifier. This identifier rotates every 90 days for privacy, meaning retention analysis is most accurate within a 90-day window. After 90 days, a returning user may be counted as a new user due to the identifier rotation.

This is a deliberate privacy trade-off — it prevents long-term tracking of individual users while still giving you meaningful retention data within a practical timeframe.